: The name reportedly came from a comment made by the husband of a company secretary in 1979 while sampling the prototype.
: Early versions used hydrogenated oils, but as concerns over trans fats grew, the formula was updated to remove them. I can't believe its not butter.rar
: In 2026, the brand launched a "NutriRich" formula, adding Vitamins A, D, E, and B12, along with Omega-3 ALA. : The name reportedly came from a comment
: Model Fabio Lanzoni became the face of the brand in 1994, appearing in dramatic commercials where his only line was often the brand's name. the brand launched a "NutriRich" formula
: The name is so distinct that it has spawned endless parodies, from "I Can't Believe It's Pot Butter" to "I Can't Believe It's Not Ketchup". 🔬 Evolution of the Recipe